Foreword Online

Ideas, information and industry news for collegiate retailers

Forget the First Impression, What’s Your Last-ing Impression?

Posted by Jason Smallheer on 1/24/17 5:30 AM

We’ve heard the saying, “You never get a second chance to make a first impression.” We think about it often; on the job interview or meeting a new business partner. But how do we make a lasting impression and what can get in the way? 

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Customer Service Vs. Sales. Your Customers Want to Be Sold!

Posted by Jason Smallheer on 1/10/17 5:30 AM

You walk into a retail environment and you meet one of two types of people: the customer service professional or the sales professional. Which ones work in your store? Which do you prefer? How can you have the best of both worlds?

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4 Ways You May Be Losing Customers

Posted by Kate Seat on 8/5/16 7:30 AM

With all of the competition your store faces, the determining factor that will make customers shop at your store or choose to go elsewhere (other than convenience) is the service you provide. To attract shoppers and turn them into loyal customers, your customer service needs to be personal, the services and merchandise you offer need to be on-point with current trends and your marketing should be appropriate to your store.

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Putting Customer Knowledge to Work for You

Posted by Kate Seat on 7/29/16 8:00 AM

Before they even walk in the door, many of your customers have already done their research. For example, if they're interested in buying a new device, they've probably already read product reviews, scanned customer ratings and compared prices. Webrooming (where a customer shops online, but purchases in-store) is becoming more common and it actually works in your favor.

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Easy Ways to Humanize Your Social Media Updates

Posted by Kate Seat on 7/26/16 7:00 AM

Your store's social media accounts are the public face of your business. In fact, it's likely that many of your customers' first impressions will be based on what you post online.

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Customer Service Report — Spoiler Alert: It Matters!

Posted by Kate Seat on 7/22/16 7:00 AM

Providing great, responsive customer service can be the deciding factor in whether potential customers choose your store over your competitors and if they'll become repeat shoppers. While most customers may prefer traditional channels of communication like phone and email, social media is becoming more and more popular as a form of contact.

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How to Use Twitter for Customer Service

Posted by Joe Clarkin on 7/12/16 4:00 AM

As you probably know by now, social media is an excellent tool for interacting with customers on a personal level. It allows you to speak directly to customers no matter where they are. Twitter, in particular, is great for having a quick back and forth with people who follow you, because of its 140 character limit. This makes it great not just for promoting a bookstore event, but for handling customer service. In his post for Hootsuite, Joe Wadlington explains precisely how you can utilize Twitter in this way:

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Customer Service Lessons From the Trenches

Posted by Kate Seat on 6/24/16 5:00 AM
Employees who consistently provide the best possible customer service have a few traits in common. In addition to being thoroughly trained, these standout staff members are generally happy, enjoy their jobs and have a clear sense of what's expected of them. To make sure that your team exhibits these qualities, learn how other companies excel at providing great service:

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Turning Customers into Brand Ambassadors for Your Store

Posted by Kate Seat on 4/20/16 2:00 AM

Take a moment and visualize your typical customer.

On any given day, who would you expect to see walk through the door? Students, coming in to pick up books, supplies or a quick snack? Or, during slower times throughout the year, maybe you and your employees interact more with faculty or staff members, stopping in on their way to their offices or during a lunch break.

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